Solar lead generation · Google Ads, Facebook ads, SEO · Owner-operator and EPC firms
Solar lead generation scored on installs booked, not leads bought.
Most solar lead generation is sold by the lead: a form fill, often shared with other installers, priced before anyone knows whether it becomes a job. The number that pays is the install booked. We run solar lead generation for solar companies the other way round. We connect OpenSolar, HubSpot, Pipedrive or your CRM back to Google Ads and Meta so the platforms optimise against scheduled installs, then our senior operators run your Google Ads, Facebook ads and search week to week, and score every lead seller on the same cost per install.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
Owner-op + EPC
Australian solar installers, residential-and-commercial. Owner-operator and EPC firms, not retailers reselling installs.
Weekly
Google Ads and Facebook ads decisions for the installer, written down with the reasoning.
Per install
How every lead source is judged: Google, Meta, and each quote site you buy from.
How we run marketing for solar companies
Four principles for solar marketing.
Principle 01
Install booked, not site-visit form
Most solar marketing reports the form-fill count and the cost-per-lead. The number that pays the installer is the install booked. We connect the design and CRM software to the ad platforms so Google Ads and Meta optimise against scheduled installs, not enquiries that disappear after the second quote.
Principle 02
Lead sellers are paid channels
Most solar businesses buy some of their leads from third-party quote and lead sites such as SolarQuotes. Those leads cost real money and the conversion-to-install rate varies widely by source. We treat lead sellers the same way we treat Google: cost per install booked is the only number that matters; the rest is noise.
Principle 03
Rebate cycles distort attribution
STC values change. State rebates such as Victoria's Solar Homes program, and federal programs such as Cheaper Home Batteries, come and go. Conversion windows extend when customers wait for rebate updates. The measurement layer has to handle 60-to-90-day attribution windows and seasonal demand spikes that aren't real demand.
Principle 04
Residential and commercial are different funnels
Residential 6 to 13kW jobs and commercial 30kW-plus systems have different deal sizes, different sales cycles, and different acquisition costs. Mixing them on one campaign produces a CAC that looks fine in aggregate and is wrong for both. We segment them.
Deliverables
What solar lead generation looks like when it is scored on installs.
01
Install-booked conversion tracking: enquiry, site visit booked, quote sent, deposit paid, install scheduled, and install completed events all unified through the measurement layer.
02
Solar CRM and design-software connection (OpenSolar, SolarPlus, GreenLancer, HubSpot, Salesforce, Pipedrive) with offline conversion uploads to Google Ads and Meta on the install-scheduled event.
03
Lead seller audit: cost per install booked from each quote site you buy from, set against Google Ads and Meta, with monthly reconciliation. Cull the sources that don't clear margin.
04
Residential vs commercial funnel separation: different campaigns, different conversion events, different reporting tracks.
05
Rebate-cycle-aware reporting: separate the demand spikes driven by STC and rebate changes from genuine acquisition lift, so you don't scale spend on a spike that won't repeat.
06
Call tracking with residential-or-commercial capture so the office admin tags the call type at intake. Conversion data flows back to the ad platforms.
07
Reporting layer in Looker Studio that ties marketing spend to installs booked (with a 60-to-90-day lag) and reconciles to the CRM monthly.
08
Facebook and Instagram lead ads built to filter: questions on home ownership, roof and power bill that trade some volume for leads worth calling, synced to the CRM so the first call happens in minutes, not days.
09
Ongoing management of Google Ads and Meta by the senior operators who rebuilt the measurement, plus the allocation calls across lead sellers. Budgets move on cost per install booked, not cost per lead, and each week's decisions are written down.
10
Search for solar: suburb and product pages for solar, batteries and commercial systems, the Google Business Profile, and answer engine optimisation so AI search can cite you when a homeowner asks who installs in their area.
Who this is for
- Australian solar installer or EPC firm doing residential and / or commercial installs
- Spending at least $8,000 a month on Google Ads, Meta, or third-party lead sellers such as SolarQuotes
- Solar CRM or design software in place (OpenSolar, SolarPlus, GreenLancer, HubSpot, Salesforce, Pipedrive)
- Office admin or sales coordinator who can capture residential-or-commercial intent at point of enquiry
- Owner who wants to read why the budget moved each week, not just where it went
Who it isn't
- Reseller buying installs from a wholesale installer (the engagement won't fix a reseller margin problem)
- Pre-revenue installer still working through installer accreditation, now run by Solar Accreditation Australia
- Want lead volume at any price, judged on cost per lead rather than installs
- Want ads run without connecting the CRM that knows which leads became installs
- Unwilling to update intake processes to capture residential-or-commercial intent at point of call
How we work with solar companies
Measurement first, then the spend run against installs.
Most $1M to $10M solar businesses start with the rebuild, because Google and Meta cannot optimise toward installs the CRM is not reporting back. If your tracking already follows a lead to the install date, management starts straight away. Both are quoted in one written proposal after the free audit call, with no rate card and no percentage of your ad spend.
Optional · Two weeks
The two-week diagnostic
Read-only diagnostic across Google Ads, Meta, lead sellers, the solar CRM, and the intake call flow. Written report with a prioritised fix list, a cost-per-install comparison across lead sources, and a 60-minute walk-through.
Step 01 · Twelve weeks
The measurement rebuild
Solar CRM connection, offline conversion uploads on a 60-to-90-day install-scheduled window, lead seller audit, residential and commercial funnel separation, call tracking, and a Looker Studio layer that reports installs booked by source. Fixed scope, paid in instalments.
Step 02 · Ongoing
Ongoing management
Google Ads and Facebook ads run week to week against installs booked, rebate expectations recalibrated as programs change, and lead seller spend moved to the sources that convert. A fixed fee for the agreed scope.
Larger EPC firms ($10M+ revenue, multi-state operations, mixed residential and commercial portfolios) typically warrant the full PROFIT framework engagement as well. If that is you, we will say so on the audit call, and we will also say if your spend is too small for our fee to earn its keep.
Where to go next
Related services and neighbouring industries.
Related services
Google Ads management →
High-intent solar search is expensive. Campaign structure decides what it returns.
Facebook and Instagram ads →
Filtered lead ads and retargeting, run on server-side Conversions API data.
Lead generation →
Audit lead seller economics and rebuild the inbound machine.
Tracking audit →
Diagnose where install-attribution is leaking through rebate cycles.
Conversion rate optimisation →
Lift quote-to-install conversion rates without paying for more leads.
Related industries
- Marketing for electricians →
- Marketing for tradies →
- Law firm marketing →
- Marketing for accountants →
- Dental marketing →
- NDIS provider marketing →
- Childcare marketing →
- Mortgage broker marketing →
Cities we work with solar installers in
SydneyMelbourneBrisbanePerthAdelaideNational (remote)
Run your numbers
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
A fixed fee for the measurement rebuild, then a fixed fee for ongoing management, both quoted in writing after the call. No per-channel markup and no percentage of your ad spend. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working.
Frequently asked
Questions about solar lead generation and marketing for solar companies.
How do solar companies get leads?
From four places. Google search, where homeowners type solar quotes or battery installer plus their suburb, is the highest intent and the most expensive. Facebook and Instagram, where lead ads reach homeowners before they start comparing, give cheaper leads that need more qualifying. Quote and lead sites sell enquiries directly, often to several installers at once. And organic sources, meaning your Google Business Profile, reviews, referrals from past customers and SEO, cost time rather than media. Most installers need a mix; the mix should be set by cost per install booked from each source, not cost per lead.
Can you get solar leads for free?
Free of media cost, yes; free of effort, no. Referrals from past customers are the best of them, so ask at handover and again when the first power bill arrives. Keep the Google Business Profile complete, with photos of real installs and steady reviews. Publish answers to the questions homeowners research, such as battery payback, system sizing and how rebates work, so search engines and AI tools can cite you. Partnerships with builders and electricians who do not install solar can feed you work too. None of it is fast, which is why most installers pair it with paid search.
Is buying solar leads worth it?
Sometimes. A bought lead is worth what it costs per install, not per lead, and that varies widely by seller and by suburb. Two questions decide it: is the lead exclusive or shared with other installers, and how fast can your team call it. Shared leads only work with a quick, well-drilled response. There is no single best company to buy leads from; the best one is whichever seller's leads turn into installs at a cost that clears your margin, which is why we track every seller to the install date and cut the ones that do not.
Buying solar leads vs generating your ownWhat is the five-minute rule for leads?
A sales rule of thumb: contact a new enquiry within five minutes of it arriving. In solar it matters more than most, because a homeowner who filled in a quote form has often asked several installers at once, and the first useful conversation tends to set the terms. In practice that means instant alerts to whoever is on the phones, an automatic text so the homeowner knows a call is coming, a roster for evenings and weekends, and a weekly report on median response time by lead source.
Do Facebook ads work for solar companies?
Yes, when they are built to filter rather than to flood. Facebook and Instagram reach homeowners before they start comparing quotes, and lead ads make enquiring easy, which is also the problem: easy forms bring tyre-kickers. Ask the questions that matter on the form (do you own the home, roof type, quarterly bill), sync the leads to the CRM so they are called within minutes, and send the install-booked event back through the Conversions API so Meta learns which people actually buy. Keep rebate figures in the ads accurate to the current program rules, and judge the channel on cost per install, not cost per lead.
How is marketing for solar companies different from other paid acquisition?
Clicks for solar searches are expensive, quote and lead sites supply a large share of many installers' leads at prices that vary widely by source, STC and state-rebate changes move demand in ways that look like marketing results, and residential and commercial installs have different sales cycles, deal sizes, and CACs. The measurement has to account for every one of those.
What's the best paid channel for solar installers?
High-intent Google search ('solar quotes {suburb}', 'best solar installer {city}') is usually the highest-quality channel and the most expensive. Meta works for filtered lead ads, retargeting and education campaigns. Quote and lead sites produce volume but require careful cost-per-install scrutiny. The best mix shifts with rebate cycles; we model it together on the call.
Do you work with the major solar lead-gen partners?
We don't run their accounts; we audit their economics. The rebuild scores every quote and lead site you buy from against installs booked, not leads delivered, and ongoing management keeps scoring them monthly. Some sellers' conversion-to-install rate drifts below break-even; others are worth paying more for because their leads close. You only find out which by tracking each one to the install.
What CRMs and design software do you work with?
OpenSolar, SolarPlus, GreenLancer, HubSpot, Salesforce, and Pipedrive are routine. If your business is on something less common (Aurora Solar, Solargraf, Australian-specific tools), we'll confirm on the audit call whether a direct connection is feasible or whether a Zapier middle layer is required.
How do STC and state rebate changes affect the work?
The STC deeming period shortens by a year each year until the scheme ends in 2030, so each system creates fewer certificates over time. State rebates appear and disappear, and new programs such as the federal Cheaper Home Batteries Program, which began on 1 July 2025, can reshape demand quickly. The measurement layer has to separate rebate-driven demand from marketing-driven lift. The rebuild includes that seasonality model, so you don't scale paid spend on a rebate spike that won't repeat.
Do you handle accreditation or compliance claims in our ads?
No. Installer accreditation, which Solar Accreditation Australia has run since 2024 in place of the Clean Energy Council, plus product approvals and consumer-law compliance stay with your business and your compliance advisers. We write and run the ads, and you sign off any claim about accreditation, products, warranties or rebates before it goes live.
Solar marketing complianceHow much should our solar business be spending on digital marketing?
Rough heuristic: established residential installers spend 6 to 12 percent of revenue on marketing, with 70 to 90 percent going to digital and lead-gen partners. A $3M solar business is spending $180K to $360K a year, $130K to $325K on digital. Commercial-led installers typically run lower (longer sales cycles, more referral); pure residential typically runs higher.
How much does solar lead generation cost?
Three costs, and only one of them is ours: the media you pay Google and Meta, any leads you buy from quote sites, and the management fee. Australian agencies usually charge 10 to 20 percent of ad spend for management, falling as spend rises, or a flat retainer of roughly $1,500 to $3,000 a month for small accounts and $3,000 to $8,000 for mid-sized ones. We charge a fixed fee for the agreed scope, never a percentage of spend, quoted in a written proposal after the free audit call. If your spend is too small for the fee to pay for itself, we will say so on the call.
Agency fee ranges in AustraliaFurther reading
Buying solar leads vs generating your own
Each lead source judged on cost per install, not cost per lead.
Solar marketing compliance
The claims, codes and selling rules to check before a solar ad goes live.
Case study: from $4.8M to $9.1M without raising the ad budget
A Sydney residential home services business, measured on booked jobs before any spend changed.
Facebook Ads Cost in Australia, Including Instagram (2026)
Home-improvement CPL benchmarks and what a booked install should cost.
What Is Conversion Rate Optimisation? A Plain-English Guide for Australian Businesses
Fixing the quote funnel is usually worth more than another lead source.
What you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Built for owner-operator and EPC installers. Measured on installs, then run week to week.
If your solar business is paying for clicks and buying leads but the installs aren't landing at the rate the dashboards suggest, the next step is a free 30-minute profit audit. Bring a month of marketing spend (Google, Meta and every lead seller), a residential and commercial install breakdown, and the CRM you use. You will leave the call knowing what the rebuild would fix, what we would change in the Google and Meta accounts, and whether your spend can carry our fee.